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Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

"We've decided to hire someone with totally different skills than yours..." and then they hire someone just like you, but more expensive and not as good.

"We're not going to buy a car this month, my husband wants to wait..." and then you see them driving a new car from that other dealer, the one with the lousy reputation.

"I'm just not interested..." and then you see the new RFP, one you could have helped them write to get a more profitable and productive outcome.

People lie to salesmen all the time. We do it because salespeople have trained us to, and because we're afraid.

Prospects (people like us) lie in many situations, because when we announce that we''ve made the decision to hire someone else, or when we tell the pitching entrepreneur we don't like her business model, or when we clearly articulate why we're not going to do business, the salesperson responds by questioning the judgment of the prospect.

In exchange for telling the truth, the prospect is disrespected.

Of course we don't tell the truth--if we do, we're often bullied or berated or made to feel dumb.

Is it any surprise that it's easier to just avoid the conflict altogether? Of course, there's an alternative, but it requires confidence and patience on the part of the seller and marketer.

Someone who chooses not to buy from you isn't stupid. They're not unable to process ideas logically, nor are they unethical or manipulated by others. No, it's simpler than that:

Given what they know and what they believe, the prospect is making exactly the right decision.

We always make our decision based on what we know and believe. That's a tautology, based on the definition... a decision is the path you take based on what you know and believe, right?

The challenge, then, it seems to me, is to realize that perhaps the prospect knows something you don't, or, just as likely, doesn't believe what you believe. Your job as a marketer is to figure out what your prospect's biases and worldview and fears and beliefs are, and as a salesperson, your job is to help them know what you know.

If you keep questioning our judgment, we're going to keep lying to you.

And if you haven't read it yet, don't forget to download my new free ebook, Stop Stealing Dreams. After a week, it's been tweeted more than 4,000 times, with over 100,000 readers and more than 22,000 search matches.

When I played clarinet in high school, I never practiced. I blamed it on my dog, who howled, but basically I was a lousy music student.

At my weekly lesson, though, the teacher would scold me, guessing that I'd only practiced three or four hours the week before. I was so good at sight reading that while I was truly mediocre at the clarinet, I was way better than anyone who had never practiced had any right to be.

We often test sight reading skills, particularly in job interviews. In that highly-charged encounter, we test the applicant's ability to think on her feet. That's a great idea if the job involves a lot of feet thinking, but otherwise, you're inspecting for the wrong thing, aren't you? Same with a first date. Marketing yourself to a new person often involves being charismatic, clever and quick--but most jobs and most relationships are about being consistent, persistent and brave, no?

In just ten years, someone who professes to not know how to use the internet is seen as a fool.

The question, then, is how long before we will be ashamed at being uninformed, at spouting pseudoscience, at believing thin propaganda? How long before it's unacceptable to take something at face value? How long before you can do your job without understanding the state of the art?

Does access to information change the expectation that if you can know, you will know?

We can argue that this will never happen, that it's human nature to be easily led in the wrong direction and to be willfully ignorant. The thing is, there are lots of things that used to be human nature, but due to culture and technology, no longer are.